LinkedIn is the world’s largest community of business professionals, and its focus on business and employment-oriented networking makes it a unique and powerful business marketing platform. In this chapter, we will explore how to use LinkedIn for digital marketing, covering both organic reach and paid advertising on the platform.
Organic reach on LinkedIn requires building a strong network and sharing engaging content that resonates with your target audience. One of the most effective ways to expand reach organically is by publishing noteworthy posts or articles (Exhibit 24.1) that demonstrate your expertise and establish yourself as a thought leader in your industry.
On the other hand, paid advertising on LinkedIn involves using various ad formats such as sponsored content, sponsored message ads, and display ads, to reach a broader audience and drive traffic to your website. We will discuss the different options available and how to use them effectively to achieve your marketing goals.
Whether you are looking to increase brand visibility, connect with other professionals, or drive conversions, LinkedIn offers unique opportunities for businesses to reach and engage with their target audience. Let us dive into the details of how to make the most of this powerful marketing platform.
With over 930 million members spread across the globe (Exhibit 24.2), and over 58 million listed companies (source: LinkedIn, 2023), LinkedIn is ideal for networking with professionals, and for advertising to business markets.
LinkedIn membership (2022) is skewed towards men, 57%, and users in the age group of 25 to 34, 59%.
A substantial proportion of members are classified as decision-makers, and many are considered opinion leaders.
52 million individuals use the network to search for jobs each week, and about 8 are hired every minute via LinkedIn.
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